In recent days we were surprised by the new trend that went viral on social media. Called "Asoka Challenge". The trend began to be promoted here in Brazil, through digital influencer Camila Pudim, the Brazilian already has more than 200 million views.
Trend Asoka Make-up
The trend began to be promoted through digital influencer Jharna Bhagwani, where she reached the TOP 1 Global on TikTok. Because it is being characterized by videos containing makeup tutorials and traditional Indian dances, the trend ended up becoming a cultural expression in the country, breaking the bubble of the beauty niche only. Therefore, the wave promises to continue spreading across the web, taking Indian makeup to another level on the world stage. The original makeup video (the first to be published with the audio replicated millions of times) is by a content creator called Sita Suwarnadwipa. On the original sound page, from the song “Putra Jaya” by Wanita Yang Suka Dandan, there are more than 338 thousand publications, that is, this is the number of people who joined the trend. To the sound of the Indian song "San Sanana", by singer Alka Yagnik and inspired by the film "Asoka" (2001), a historical drama from India, influencers from all over the world have taken part in the challenge that proposes typical South Asian makeup while they dub and perform a series of movements in front of the cameras.Significant Numbers
The triumphant return of the so-called "challenges" that broke out during the coronavirus pandemic in 2020. However, a close look at the numbers of views and likes leaves us perplexed. Makeup challenges became very popular in 2020, with everything closed, people started to use social networks like TikTok more frequently. Digital influencer Camila Pudim, who became known for her makeup videos using music and movements, was the precursor of the trend here in Brazil. In a few hours, your video The song already had millions of views. Today the video has more than 200 million views and more than 22 million likes. In less than 24 hours, another Brazilian also achieved exorbitant numbers. Renata Santti's video already has 30 million views and 5 million likes. Five days after the first trend post, she published a second video, which was an absolute success. With more than 315 million views and 28 million likes, the Brazilian surpassed the Indonesian influencer Jharna Bhagwani in numbers, and became the “owner of the trend”, according to her followers. Composing the video is laborious, with step-by-step makeup, recording takes and dubbing the music. In addition to makeup professionals like Camila, humor content creators also joined in the fun.From Asia to the World
The trend has gained so much repercussion in Brazil that creators who didn't even feature themselves are producing related content, such as just choreography, for example. This is the case of influencer Zu Leal, who reproduced only the dance steps, with more than 2 million views. The music in a language completely different from Portuguese was not an obstacle for the trend to go viral here in Brazil. It only takes a few minutes of watching the content to see yourself memorizing parts of the song. The "bubblegum" rhythm and lyrics added to the content creators' performance explain part of the challenge's success. To watch more trending videos, just type “asoka make-up” in the search tab on your favorite social network. The cultural impact through marketing has been identified in several areas, one of which is cinema. The most recent example was in "Barbieheimer", films that were box office leaders and had a significant impact through marketing. 
